Little affected by the impact of COVID-19, current value sales of wound care products are expected to post strong growth by the end of 2020, a trend that, for the most part, reflects the growth rates already recorded during the review period. Kenyans tend to be active and many spend much time participating in activities that might lead to accidental wounds and related injuries; thus, there is considerable demand amongst consumers for wound care products.
The growth of value sales of sticking plasters/adhesive bandages can be attributed to several factors, including demographic factors. For example, younger Kenyans are increasingly engaged in outdoor activities that often result in minor cuts, burns and other injuries that require sticking plasters or, in some cases, gauze and tape.
The wound care remains very consolidated with limited competition. Ray Pharmaceuticals is set to maintain its commanding lead in 2020.
Value sales of wound care at 2020 constant prices are projected to follow a pre-pandemic trajectory and post steady growth over the forecast period. In particular, value sales of sticking plasters/adhesive bandages are projected to continue to rise, while sales of gauze, tape and other wound care, in line with patterns recorded during the review period, are projected to continue to decline.
Wound care is a mature category with few clear and obvious paths to strong value sales growth over the forecast period. There is little room for innovation in gauze, tape and other wound care, but there may be some opportunities for growth present in sticking plasters/adhesive bandages.
Products in the wound care category are relatively consistent in their design and functionality and, for the most part, domestic consumers are content to buy affordable products that meet the basic wound care requirements. During the review period, players attempted to boost visibility through extensive marketing campaigns, such as via in-store visual displays in grocery retailers and in doctors’ waiting rooms.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Wound Treatments industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wound Treatments industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Wound Treatments research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page